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New branding for Tricolor as it pivots away from linear TV

Russian pay TV provider Tricolor TV has revamped its branding to emphasise its pivot away from satellite-delivered linear TV to a multi-platform entertainment provider.

Tricolor, which has dropped the word ‘TV’ from its branding, said that the change reflected its strategy of creating a multi-platform digital operator that provided a single space for entertainment and other services accessible form any device, anywhere and anytime.

Tricolor announced its new strategy at the end of last year after building up a base of 12 million homes over 12 years. The new brand is based on messaging that positions the operator as a digital environment provider, delivering a range of services including entertainment and other digital services to its base.

Tricolor last week posted a decline in subscribers as its satellite base shrank. The operator said that close to thirds of its customer now had the opportunity to connect to its internet-delivered services.